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Facebook is one of the most powerful marketing channels currently available to eCommerce brands. The company’s range of ad options – coupled with over 2.2 billion monthly active users– presents retailers with near unlimited potential for growth.
Yet, even with a plethora of compelling promotional options, not all who see the ads will convert the first time around. But even for those who haven’t yet bought in, there is a powerful solution.
That’s where Dynamic Product Ads come into play.
Dynamic Product Ads serve to reignite interests in consumers who have visited your site, perused your items and maybe even added a product or two to their carts, but didn’t end up completing their purchases. By utilizing this information through the installation of a Facebook pixel, previous visitors of your site can receive advertisements of items they viewed on your eCommerce site to reengage and encourage a conversion.
This makes them win-win for marketers because they help to drive purchases while ensuring the delivery of highly relevant ads. Due to the various features in Facebook’s collection of Dynamic Ads, full-funnel solutions can yield epic results, increasing the sales and stability of an eCommerce campaign.
As digital competition grows exponentially fierce, Facebook ad strategies must become progressively more relevant, timely and alluring for brands to grow in awareness and affluence. This is where mastering Dynamic Ads becomes an indispensable skill.
If your eCommerce company is ready to develop a Dynamic Ads acumen that crushes the competition, check out these five revenue-boosting optimization techniques for driving increased sales.
Split Up View and Add to Cart
One of the most frequent pitfalls encountered by advertisers utilizing Dynamic Ads is merging “View” and “Add to Cart” consumers in the same targeting group.
Part of the reason this happens so often is because it is the default option for the Catalog Sales targeting list. Utilizing custom combination targeting, however, retailers can separate these two groups and serve up more relevant and influential ads to each subset.
The reason for the differentiation is simple. People who browsed certain items are interested, but they haven’t been motivated to purchase yet. They might want to know more about your brand, compare prices or are still analyzing similar products. For these consumers, you can serve up ads with messaging that aims to resolve these issues to nudge them down the sales funnel.
However, for consumers who went as far as adding an item to their cart before bouncing from the site, these individuals have shown clear intent that they are ready to purchase. Under such circumstances, you can develop Dynamic Product Ads that present these shoppers with discount codes, free shipping or other rewards that will convince them to come back and complete the purchase.
The bottom line is that consumers who have merely viewed items versus those who have added products to their carts before bouncing are at two completely different points in the sales funnel, and your ad’s messaging should reflect that to motivate them to make a purchase.
Continually Tweak the Copy
When deploying Dynamic Ads, much of the process is automated; however, you do still have control over the marketing message. Continually monitoring and adjusting this component will help to keep your ads fresh and relevant, preventing them from becoming redundant and boosting conversion rates by testing different messages.
By continually experimenting with your advert’s headlines, copy and calls-to-action, you can measure which combinations are most effective for your revenue goals.
One of the best strategies for driving sales is to create a sense of urgency, highlighting product benefits, utilizing action-oriented keywords and keeping messages concise yet impactful. Be sure to A/B test these features often for optimal performance.
Dynamic Image Templates
Captivating imagery is a vital component of eye-catching adverts. If you examine the product images on your site, there is a good chance most of them are of the item against a white background. While this is fine for your website as it creates a professional, uniform appearance, this can greatly hinder your marketing efforts.
When consumers are scrolling through their social media feeds, they tend to move quickly, only stopping when something grabs their attention.
Dynamic image templates can help bring your product images to life by infusing additional elements like banners, backgrounds, pricing information and other content that helps your ads to stand out from the competition.
Whenever products in your data feed are marked “out of stock,” Facebook prevents ads from featuring those products in your campaigns. This is definitely a helpful feature, but without a bit of maintenance, it could end up costing your store additional sales.
When products are labeled as “out of stock,” Facebook thinks that your business will not be restocking the item any time soon, despite what the reality may be. This can be quite damaging, particularly for your most popular items.
If you do have more inventory coming in to satisfy incoming orders within a two week window, it is wise to mark these items as “available for order” because this will enable orders to be placed while you are replenishing the stock. Just to be sure to place a notification about this on the product page of your site to manage customer expectations.
If your audience segments are on the smaller side, ad frequency can go a bit wild. For that reason, it is vital to closely monitor this aspect, despite if it has proven profitable as it can eventually damage your relevance scores and cost-per-click rates.
By keeping a close eye on frequencies, you can effectively mitigate the damaging effects of ad fatigue and keep your promotions profitable. A good rule of thumb is to restrict your impressions to one per day for a seven-day period.
Dynamic Facebook Ads can be a powerful tool for eCommerce sites to help recapture consumers at different points in the sales funnel and boost your revenue. Implement these tactics today to grow your digital storefront and master the art of effective eCommerce PPC management.
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Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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